Steve Jobs' iPhone presentation in 2007 analysis

Steve Jobs has an amazing ability to speak with passion and make his idea understandable and memorable through telling stories. He only focused on one idea at a time and did not disturb what he was saying by having busy PowerPoint slides behind him.

Jobs divided his iPhone presentation into three sections. He spoke about the iPod functions of the new iPhone, the phone itself, and connecting to the Internet.

The first, a widescreen iPod with touch controls. The second, is a revolutionary mobile phone. And the third is a breakthrough Internet communications device.” As the audience applauded, Jobs repeated the three ‘products’ several times. Finally he said, “Are you getting it? These are not three separate devices, they are one device and we are calling it iPhone!”

Tell stories

Before Jobs revealed the new phone, he spent a moment to review the history of Apple, telling a story that built up to the big event. “In 1984, Apple introduced the first Macintosh. It didn’t just change Apple. It changed the whole computer industry. In 2001, we introduced the first iPod. It didn’t just change the way we all listen to music. It changed the entire music industry.” Stories can be brand stories, customer stories, or personal ones. 

Avoid reading from notes

The introduction of the iPhone lasted about 80 minutes. Not once did Jobs read from a teleprompter or notecards. He had internalized the content so well that he didn’t need notes. During the demos, however, he did have a very short list of bullet points hidden from the audience’s view. Those bullets served as reminders and they were the only notes he relied upon.

Body Language

Steve Jobs’ body language is confident and energetic. He uses wide gestures and movements. He walks across the large stage, standing in front of the screen, flipping around the notes, playing around with the iPhone, drinking water, making faces, etc. His body language states clearly that this is his moment and his stage.

Language

The overall language of Steve Jobs is colloquial. He never speaks as a techie. He doesn’t use any difficult or uncommon words, just plain simple English.  He uses an understandable language

  

Tone of voice

Steve Jobs didn’t use monotone. Instead, he stayed at a comfortable range of his voice. He varies the 

speed of his voice; there are parts, where he speaks fast and others where he speaks slowly.

Eye Contact

Jobs maintained constant eye contact with the audience while looking to the screen. This technique increases the levels of interaction and connection with an audience.

Pauses

Steve Jobs sometimes used short pauses and at other times he used long ones. He also uses the audience’s laughter to coordinate his pauses.